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The Laidlaw Group

The Oscars Get Social With the Help of People Magazine, Redbox and Gilt Groupe

People Magazine

Celebrities have been a vital part of creating and influencing the tidal wave that is Social Media. Social Media has created the opportunity for events like the Oscars to rise above traditional broadcast outreach and be personalized through social channels. This Sunday, People Magazine goes social, and we think it’s very exciting!

People Magazine Rolls Out the Red Carpet
Partnerships with Gilt, Redbox Promote Oscars Coverage
By Emma Bazilian

“This Sunday night, millions of viewers will tune into the Academy Awards to find out who takes home film’s top honors—and see who makes the ‘Best Dressed’ lists. To capitalize on the red carpet obsession, the People franchise is rolling out e-commerce and social media initiatives to put readers in the middle of the sartorial whirlwind that is the Oscars.

“‘Red carpet is the most anticipated coverage of the year among our readers,’ People publisher Karen Kovacs told Adweek.

To capitalize on that buzz, the magazine is sending subscribers an Awards Show Special issue spotlighting the season’s best red carpet fashions. To boost newsstand sales, People struck a partnership with Redbox to give single-copy buyers a free one-night movie rental.

“People also is jumping on the e-commerce bandwagon this year. Stylewatch editors will curate items inspired by the evening for a ‘Get the Look: Red Carpet’ sale on Gilt Groupe. If the content-only partnership is successful (the magazine isn’t getting any cut of sales), it could lead to further e-commerce collaborations, Kovacs said.

“That red carpet frenzy is also evidenced on, which gets its biggest traffic boost of the year on the day after the Oscars, according to managing editor Janice Morris. In addition to covering the event’s fashion moments, is encouraging readers to interact with the site through a live blog on the site and social media.

“Last year’s live trivia competition will return to, but it will feature a new Facebook tie-in that lets participants play with their friends. Pinterest boards focusing on Oscars and red carpet fashion will be updated with photos from the evening. And People’s Twitter account will promote content and encourage people to make their own best-dressed lists.”

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Digiday Discusses the Impact of Mobile on Consumer Buying Behavior

Yesterday, we came across this article on Digiday discussing the impact of the smartphone era on consumer purchasing that we wanted to share. Working daily with clients to create mobile websites and proprietary mobile apps, we understand the growing importance and prominence of smartphones in consumers’ everyday lives.

How Smart Phones Influence Buying
by Jack Marshall

“Does mobile drive shopping? Well, it depends.

“According to research Google and Ipsos conducted over the 2011 holiday period, smartphone devices play a role at different parts of consumers’ paths to purchase, but they do so in different ways for different people.

“For example, 41 percent of those who used their mobile phones to help with shopping said they purchase directly from the device itself, while 37 percent claimed to have researched on a phone before purchasing on a desktop. Meanwhile, 46 percent of respondents said they’ve researched items on a smartphone before going in the store to buy, and, interestingly, 19 percent have researched products both on a smartphone and in-store before purchasing online.

“An interesting point to note from the 600-person survey is the number of users that went in-store to research but opted to purchase online instead. This likely reflects the cheaper price-points often offered online, but it suggests consumers still like to see products in person before committing to a purchase.”

Digiday - Impact of Smartphones on Buying Decisions

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